I love benchmarking. I measure the progress of my diet (not going well), the MPG of my car, how my stock portfolio is doing against the market, whether my favorite football team is better than it was last year, and so forth. And, since everyone reading this is a search engine marketer, you are probably just like me – a benchmarking fiend.
Indeed, when it comes to SEM, benchmarking seemingly plays a big role. It’s hard to go through any SEM conversation without the mention of “deltas” and “year-over-year” data being discussed.
I’ve noticed, however, that many SEMs only take [...]
Related Topics: Channel: SEM | Paid Search Column | Search Marketing: General